2024-11-17-麦肯锡-私人品牌的转折点_零售商如何抓住机遇（英）_8页_477kb

Retailer Private Brand Strategy: A Turning Point

Key Findings

• Consumers globally continue to favor private brands (Europe: 85%, US: 75%) despite economic pressures.
• European private-brand penetration (38%) outpaces US (19%) due to discounter influence.
• Key drivers include affordability, quality perception, and value appreciation by retailers.

Core Capabilities for Excellence

1. Merchandising & Brand Building:

   • Shift from "value play" to premium positioning with differentiated products
   • Utilize digital tools (AI) for personalized customer feedback & rapid product iteration
   • Example: Mercadona's 500+ product improvements through co-innovation centers

2. Insights-Led Product Development:

   • Faster R&D cycles (6-12 weeks vs traditional CPG's 12-18 months)
   • Consumer insights from digital tools reveal unmet needs
   • Competitive advantage through "first-to-market" products

3. Next-Generation Sourcing:

   • Real-time input cost monitoring with parametric modeling
   • Cost reduction successes: e.g., 24% savings on cereal through supplier negotiations
   • Target costing methodology to maximize margins without price increases

Supporting Enablers

1. Private-Brand Centers of Excellence (COE):

   • Centralized teams of product, nutrition, analytics specialists
   • Standardizes capabilities for innovation & quality control
   • Currently underutilized in most retailers

2. Strategic Partnerships:

   • Accessing reliable manufacturing capacity amid production constraints
   • Strategic vendor relationships ensure supply chain resilience
   • Particularly challenging in constrained capacity sectors (e.g., pet food)

Recommendations

• Immediately invest in CPG-like capabilities transformation
• Prioritize establishment of COEs
• Accelerate innovation cycles
• Implement data-driven sourcing and pricing strategies

Private brands represent a strategic inflection point where retailers can significantly impact revenue, market share, and customer loyalty through embedded quality and differentiated offerings.